Heinz
Client
- Kraft Heinz
- Heinz Maionese
Agency
DAVID
Director
Year
2026
Project scope
- Direction
- Full AI Production
- Post-production
The idea
Every grandmother has her mayonnaise, and she is not switching. Heinz found the one argument she can’t refuse: her own craft. The jar arrives dressed in crochet, with doilies, bows and little daisies, the way she dresses everything she loves. Queridinha da Vovó, grandma’s darling.
The Film
The craft
Made entirely in AI and shot like a tabletop film: macro on every stitch, soft studio light, the jar alone on a field of Heinz blue. The yarn had to look handmade, a little uneven and warm, because the whole idea depends on believing a grandmother made it.